Solar Sales FAILS (for roofing companies adding solar)

Cats out of the bag. The new roof with solar sales system has been released and yes, I'm talking solar. And in today's video I want to get into the three solar sales fails. These are the three biggest problems that I've seen firsthand from not only roofing salespeople who are learning to sell solar, but from company owners who have tried to go down that road and either one of two things has happened. Path number one is want to go down it but they're overwhelmed, don't really know where to turn. And path number two is those that have gone down that road and stumbled upon struggles and obstacles and not as much traction as they were hoping for. Now I do realize as we get through these three solar sales fails that there will be people watching and tuning in or listening to the podcast saying, Adam, but that didn't apply to me. We did that and we were successful. And I know that this happens, but it is not common. So I invite conversation in the comment section below. But in this video I really want to get into the three biggest pitfalls that I see, the three reasons that people aren't succeeding with when it comes to specifically adding solar to their roofing business. So my solar friends who are just selling solar, this does not apply to you. This applies to the roofing company learning to or who has adopted solar as part of their service offering. So let's get to it. First, a quick welcome or welcome back. Adam Bensman here, the roof strategist and everything I do here on my channel is designed to help you and your team smash your income goal and give every customer an amazing experience. And it took me many years to get into solar and the reason for that, which I shared in my what's new in 2023 video is that my very own mother got taken advantage of on a solar deal and fast version is this the company that sold her the system made all these grand promises that didn't come true. She had two hailstorms in the span of a year and on the second time they put that system on, it doesn't work anymore. Which means there were 77,0 holes in her brand new roof for the second time. The panels have then needed to be removed leaving 770 holes on her roof. And for gosh knows how long she's been paying for her solar system which is producing zero electricity on top of her electric bill. And she's roped into this massively long term commitment paying for both, has a not working system, dealing with legal battles and had to replace her roof out of Pocket. So she has been completely taken advantage of that. And I sat through some solar sales presentations and I really didn't like the way that they made me feel. I didn't think that they were super truthful and I felt that they were a little kitschy. And for those reasons I really resisted solar until recently. Recently when I realized that the main problem is this keyword which is and ruth and solar. And the reality is as a roofing company, in my opinion and from my experience and observation, the companies that are most successful roofing companies adopting solar. It's a with model roof with solar. And that's what led to me developing the Roof with solar sales system with my partner Cody over the last gosh year or so, doing some pilot tests with companies across America and working with members of the Pitch Pro Movement. And it is now available the full business in a box and you can check the link in the description or text the word demo to 303-222-7133 to learn more. So in this video, whether you decide to sell solar or not does not matter. Whether you're doing it in successful does not matter. If you've thought about it. This video is going to help you bypass a lot of the mistakes and learning curves. So let's get through them. And I'm going to go through these. This is not any particular order, but the number one problem in failure point is confusion. Okay, now what do I mean by confusion? What I mean here is confusion in the mind of the homeowner. Now the reality is that the solar sale is a bit more complex than the roof sale. And when it comes to working with homeowners, if I show up too soon and talk about this roof with solar or doing all of this work, the minute that the homeowner hears that, they just get fearful and they see dollar signs and they don't understand the mechanisms of why it's so affordable, why the investment makes sense and where ROI is calculated. They just think roof and solar is wildly expensive and they don't understand the tax credit, they don't understand the solar financing vessels and how grouping that roof with solar combo together can often, especially on the retail side, make it cheaper to go roof with solar than it is to do just a roof. And when we compare the roof on certain financing vessels plus their electric utility bill compared then to a roof with solar combo, often, more often than not, that roof with solar combo month to month when financed retail roof versus roof with solar becomes the same price or even cheaper by up to a few Hundred dollars a month. Again, factoring in roof with electric bill versus the roof with solar financed. And in doing so, the homeowner now sees that this is a higher value. It saves them money. It's the best time to do solar. And what this means for you is on average that $20,000 roof turned into a $60,000 ticket value. Again, average solar system roughly for this conversation, at 40,000. And it's about how we time that ask to sell the system. And what I've seen is that many people get that wrong. In fact, one of the companies I rolled this training out in person had been trained on solar roofing salesperson. That's why we struggled so much is bringing this whole roof solar thing up. People don't know when to do it. Salespeople lead with it, and it leads to confusion and overwhelm on the homeowners. And instantly you're getting these like, cornered cat like objections of that's way too much money. Why would I do solar? I don't understand. You guys are a roofing company or solar company? No, we do both. In this confusion, there's a saying in sales when you confuse, you lose. And many companies that are adopting solar, it's the new shiny object. And we're trying to get in as much as we can from it and make sales. And this new thing we can sell with really big commissions. And it leads to confusion. So there you have it. Pitfall. The one of the solar sales fails is leading to confusion. Confusion means lack of saying hearing. Yes. Lack of getting that business. All right, now, number two reason that people fail is this. They don't know what to sell. They don't know what to sell. Now, this started to happen to me because I would get messages, DMs. By the way, I know my handwriting is like a doctor, but I'm not one. I'm in roofing sales. Sales reps would reach out to me and they'd say, adam, I'm going knocking today. Should I sell solar or should I go leading with the roof? And that question right there is very well tied into problem number one on confusion. If a salesperson doesn't know what to sell, that is a massive problem. And at the end of the day, you're in roofing sales. If you're watching this channel, most likely. And that means that you're really good at selling roofs. So in the system that Cody and I have optimized and tested and developed, they actually did that in reverse order. Developed, optimized, and tested, developed, tested, optimized. We had so much fun figuring out the ripest moment, the exact moment that homeowners would be the most receptive to hearing solar. It takes restraint to keep it out of the picture. But in our system we lead with the roof and we actually look at solar as an add on. So we're not going out trying to sell solar. And what this ends up doing, owners, managers, pay close attention, okay? Pay close attention to this. What this means is that you have a whole separate sales process for solar, which is a whole separate training for solar, which is a whole separate ops, which is a whole separate marketing, whole separate legion. And you end up having to compete in that world, which I'm going to talk about here in just a minute. And instead what we've done is do a roof with solar system to view the solar is an add on with the roof to bring those two together. So the entire roofing team now just sticks to what they're doing and says, hey, we sell roofs, we sell roofs, we get the yes the roof, we time the ass, we know when to bring up solar, we have the actual presentation. We learn how to then shift to canvassing the neighborhood and dominating the neighborhood using that multi touch marketing approach with these combo deals. Because now we've got credibility and we do so in a way where we overcome their huge objections up front, which is this sounds too good to be true and it's too expensive. So not knowing what to sell or what to lead with, this problem gets solved with a cohesive training to get the team selling the roofs. And now all it is is an adjunct training to bolt in, in and say now is how we add solar to our roofs. And in doing it this way, it eliminates the confusion from the sales rep and it eliminates the confusion from the homeowner. And it's most importantly, simplifies all of the operations and allows every single team member to have a tool at their disposal to turn a $20,000 roof into a $60,000 ticket which three times as much. And imagine if you could have, you know, your entire sales team doing that and getting yes on one in every two or one in every three even it's one in every four. You have substantial growth without adding new salespeople, hiring new people or opening up a whole new marketing channel. Alright, so those are the two first reasons. And these are again focused first on the customer, then the sales rep. Now the third reason is back to what I was sharing before is companies running it as a separate division. And I know that there are organizations who are very Successful doing this. There are a few. But what many roofing companies that I've seen kind of put that excitement that get the excited blinders, you know, where you see something really cool and you don't really expand your view to take in the whole picture. And here's what happens. We say, hey, we're roofing company, we're going to add solar. But what many owners don't realize is how much they're biting off. They're biting off. It's not adding solar. It's literally teeing up an entirely separate company, separate business, okay? Separate insurance, separate marketing channels, separate sales system and processes, separate inside sales system, separate ops. And what ends up happening is now your competitive edge gets diluted because now you're competing in both landscapes. You're a roofing company and now you got the solar division, but the solar division is now competing against other solar companies, which is one of the most expensive spaces to play in, where some companies that are developing inbound leads in the solar space are spending 2 to $3,000 in more. I believe the last time I spoke with someone, I heard up to 3,600. So I'm going to round that down to 2,000 to $3,500 to acquire a customer. Customer acquisition cost, okay, that's a lot of money when you compare that to roofing companies. Many roofing companies, their acquisition costs go as low into the hundreds of dollars, 250 to 300 and up to, let's say 15, 1600, which again, is on the high end. But many are in that range of 400 to 750 bucks. Which means instead of competing in the solar landscape, trying to get in where all these people are throwing crazy money, we stick to what we're really good at and we optimize our channels to bring in more roofs, which we can get at a third of the price, but then still add that solar system onto it without having to build that second division, without having to rebrand everything and start generating a new pipeline of leads. We pour gasoline on the fire that's already burning, and it allows us to not only solve these three biggest pitfalls that I've seen, it allows us to provide the solar system that I think we can all agree is the absolute, very best time to go solar, which is with a brand new roof and doing so by leveraging the solar financing vessels for the roofing component to make everything more affordable. And of course, on the insurance side of things, when we're dealing with hail claims, it opens up an entirely different can of worms when it comes to value prop and why a homeowner would want to do that. And we go through all of that in great detail in our brand new roof with solar sale system which you can learn about by clicking the link in the description. It'll say roof with solar sales. Or you can text the word demo to 303-222-7133 and just a quick shout out for all of my existing customers who are using training to train your team. Please know that you get a very, very steep discount because the solar sale system that I've developed works alongside the roofing sales system. So it all comes together so everything makes sense. We're leading with the roof, we know when this plugs in, how we plug in the new direct mail letters, the new door hanger letters that we've been testing that you have access to, the new sales system, the presentation, everything. So it all comes together. So if you are an existing customer, please let us know during your demo and we will get you a discount available exclusively to our existing customers. So there you have it. The three main sales fails when it comes to roofing companies going solar. Did I miss one? I want to hear from you. Drop a comment below. Agree, disagree. Let's have a conversation about it in a way where we can all learn together. Because the truth is my friends, I do not have all the answers. And the more that I learn, the more I realize I have yet to learn. And I love learning from people who've been in the industry that are brand new, training at events in person with these brilliant ideas because they're not too close to it. And I love that. And that's what I love about having you here, is the community that's being built and the open sharing and collaboration to all level up and make ourselves better and support each other. So super appreciate you being here. Now, just because our time here is about to wrap up doesn't mean your in my time has to. So if you're interested in the program, click in the link in the description or text the word demo to 303-222-7133. And if you want more of these videos, jump into our new free training center or right here and hang with me on YouTube and jump into this video right here and I'll see you in the next one.